February 22, 2019


YOUR success in this course will depend on keeping up with the required readings. You will need to juggle several types of reading material. There is a text-book, a book of case studies, and one of readings, and a weekly periodical to which you will subscribe.

Required reading

You should familiarize yourself with the course load and organize your studies in a way that will help you relate different sources to the concepts under discussion. Here is the list which also includes recommended sources for written English communication. The cases and the readings are available as a collection in the Providence College Bookstore.


Articles and Cases Collection

  • Marketing Myopia
  • The Fall and Rise of Strategic Planning
  • 21-Speed Gizmos, Inc
  • Bayerische Motoren Werke AG (BMW)
  • MicroFridge: The Concept
  • Intel (online)


  • Develop a habit of reading news and business periodicals, and keep up with the world around you. Consider Business Week, Fortune, Forbes, Fast Company, Strategy+Business, The New York Times, and other similar publications and read them with the intention of linking what you read to what you are learning in this course. At the beginning of every class we will have a brief section on “What’s new in your World” where you will share your findings, insights, and other pertinent current information.

    Remember that this conversation should be substantive, not simply telling me of something you have read on your way to class with the hopes of collecting participation points. I expect that you will relate what you have read or heard to some aspect of marketing strategy, more specifically, the subjects of recent classes and readings. Merely stating that you have read in Business Week that Intel has introduced a new CPU chip does not earn participation points.

  • You should use all the resources at your disposal for your research, in this course or later in your career.
  • Also make use of the news feeds I have on the sidebar and under the “Must Read” section. They are automatically updated from their source and up to date. To read them, you need to click on the link and read the rest of the article on the providing site.

Recommended reading

Case study and active learning through discussions are the main pedagogical tools in this course. Although we will spend time on how to study cases and write case reports, you may find the following book helpful in this regard.

  • The Case Study Handbook: How to Read, Discuss, and Write Persuasively About Cases. Harvard Business School Press, 2007

Although no book is required, the writing style and formatting will follow the guidelines explained in detail elsewhere in this Web. You may find one of the following writing guides helpful in preparing your written work.

  • Diana Hacker, A Pocket Style Manual, Third Edition. Bedford Books, 1999 (or later)
  • Corbett & Finkle, The Little English Handbook: Choices and Conventions. Seventh edition. Harper Collins Publishers, 1995.
  • Andrea Lunsford, Robert Connors. Easy Writer: A Pocket Guide. St. Martin’s Press, 1997.
  • You may find and use other similar sources as long as they have a section on Chicago Style of referencing citations.

In addition to these, there may be other readings that you will obtain and study. For these, refer to the weekly assignments.